54
Volume 5, Issue 10: Special Issue
(EJAR)
ISSN: 2181-2020
MPHAPP
THE 6TH INTERNATIONAL SCIENTIFIC AND PRACTICAL
CONFERENCE “MODERN PHARMACEUTICS: ACTUAL
PROBLEMS AND PROSPECTS”
TASHKENT, OCTOBER 17, 2025
in-academy.uz
PHARMACEUTICAL COMPANIES IN THE DIGITAL AGE: TOP MANAGEMENT'S
ATTITUDE TO CORPORATE COMMUNICATIONS
Balabano M. S.1
Sa ono a Zh. S.2
Sain Pe e sbu g S a e Uni e si y o Chemis y and Pha macy, Sain Pe e sbu g, Russian
Fede a ion
e-mail: [email p o ec ed], тел. +7-(981)-981-06-70
h ps://doi.o g/10.5281/zenodo.17313687
Rele ance: The au ho s o he a icle conside he p oblem o imp o ing in e nal and ex e nal
communica ions in he con ex o digi al ans o ma ion. This ac equi es he op managemen o
pha maceu ical companies o e hink hei app oaches and mo e o mo e e ec i e co po a e
communica ion models.
The aim o he s udy is o analyze he a i ude o op managemen o pha maceu ical companies
o digi al communica ions.
Ma e ials and me hods: he me hodological basis o he esea ch is he wo ks o scien is s in
he ieldo digi aliza ion E. V. Ka onsky, S. M. Golo ko, app oaches o he s udy o co po a e cul u e
L. L. Kons an in, D. Deniso , E. V. Le kin, S. A. Lipa o , R. K. Nesmeyano a. Resea ch me hods:
sys em analysis, con en analysis, sociological su ey-ques ionnai e.
Resul s: A ques ionnai e consis ing o 27 mul iple-choice ques ions was de eloped. The su ey
in ol ed 20 ep esen a i es o he op managemen o manu ac u ing and dis ibu ion pha maceu ical
companies. Da a analysis showed ha he majo i y o esponden s (65%) a e he le el o in e ac ion
be ween depa men s as sa is ac o y. Only 45% o esponden s associa e he imp o emen o
co po a e cul u e wi h he g ow h o ope a ional e iciency h ough digi al ools. Exac ly hal - 50%
o he s udy pa icipan s conside he in oduc ion o digi al documen managemen sys ems o be a
p io i y, which is consis en wi h indus y-wide ends. The esul s o he s udy demons a e ha
success ul ans o ma ion o in e nal and ex e nal communica ions equi es a comp ehensi e
app oach, including documen low au oma ion (50%), p oduc i i y imp o emen (45%) and
op imiza ion o in o ma ion exchange (45%). The o e whelming majo i y o manage s (90%)
ecognize he posi i e impac o anspa ency o business p ocesses on he e iciency o companies.
The e ealed qua e o companies wi h a low le el o p ocess anspa ency and 15% o o ganiza ions
wi h unsa is ac o yin e -s uc u al in e ac ion indica e he need o sys emic changes in app oaches
o managing and o ganizing co po a e communica ions. The cu en p oblem, which is indica ed by
he esul s o he s udy, is a o mal app oach o digi aliza ion, when he in oduc ion o ools is no
suppo ed by a change in co po a e cul u e and managemen app oaches.
Conclusions: despi e he p oclaimed willingness o open up business p ocesses, only hal o
he companies unde s and he need o a sys emic ans o ma ion o managemen models and
associa e his wi h imp o ing co po a e communica ions and inc easing ope a ional e iciency. The
e ealed gap be ween he decla ed alue o anspa ency and eal s a egic p io i ies indica es he
con inuing o mal app oach o digi aliza ion, in which he in oduc ion o ools ou s ips he change
in co po a e cul u e. This c ea es isks o low e u ns on in es men s in digi al solu ions and is a key
ba ie o ull- ledged digi al ans o ma ion in he pha maceu ical indus y. The esul s ob ained
con ibu e o unde s anding he ac o s o eadiness o op managemen o pha maceu ical companies
o digi al ans o ma ion and can se e as a basis o de eloping mo e e ec i e s a egies o
implemen ing digi al communica ion solu ions in he indus y.
